Midterm #2 - Psy 255(with solved solutions)
How do Businesses aim at selling more products? correct answers By changing the memory of
consumers:
- Letting them know about the unique features of their product
Explicit memory component of marketing correct answers Making the product more familiar to
the consumer
correct answers
marketers can influence preferences of people even before they are born, based on... correct
answers familiarity
Marketers aim at creating a lifelong preference for their product before... correct answers the
consumer develops a lifelong preference for their competition
by Age 10, how many brands has a child committed to memory? correct answers 400
Preschoolers chose which food tasted better based on what? correct answers if it came in a
package with a licensed character on it
Advertisers expose children to their brands by correct answers developing websites, apps
featuring free games, branded characters
Why do Companies keep logos and fonts the same for decades? correct answers So preference
due to familiarity can be sustained across a lifetime
While children may be able to ____ recall certain advertisements and experiences, the sense of
familiarity that drives preferences is supported by ___ memory correct answers explicitly
implicit
What do implicit memories for a brand lead to? correct answers a sense of familiarity and a
preference for the brand
post-experience advertising can make consumers believe correct answers they had previously
sampled a better-tasting juice by altering their memories for the tasting experience
Advertisers often show images and play music that they hope will evoke... correct answers a
pleasant personal memory in the consumer so the consumer will in turn associate pleasant
feelings with the product
Why may certain types of advertisements may alter how people remember their own past?
correct answers Because autobiographical memories are malleable and activated by some
advertisements
, Braun et al. (2002) tested whether advertisements can cause people to become more certain that
events actually happened to them as children. explain the experiment. correct answers The
advertisement encourages readers to imagine themselves being at Walt Disney World as a young
child.
Participants were asked at week one and week two how confident they were that they had met
and shaken hands with a Disney character
• 90% of participants who saw the Walt Disney World ad showed an increase in confidence for
the target character item from week 1 to week 2, compared to 47% in the control condition
By including in Experiment 2 two types of false information, Braun et al. (2002) tested whether
advertisements could make consumers believe that those false events had actually happened to
them. What were the results? correct answers autobiographical advertising can cause people to
believe they have experienced events that never really occurred
What Two arguments suggest that implicit, not explicit, memory guides many consumer
decisions? correct answers 1. The speed with which consumers make choices
2. The strong correlation between implicit memory and judgments about a product even when
explicit memory does not correlate with these judgements
Shapiro and Krishnan (2001) hypothesized that explicit memory retrieval for ads would be
hindered by both time delay and divided attention and that implicit memory for these ads would
not be as affected by the experimental manipulation. What were their findings? correct answers
found that performance on the explicit memory test was significantly worse following a delay
and when attention was divided
• Performance on the implicit memory test, on the other hand, was not affected by delay or
divided attention
Explicit memory measures are only useful if consumers will engage in... correct answers an
effortful search of their memory for prior information before making a purchasing decision
(high-involvement purchases)
Implicit memory measures are best when consumers are correct answers not likely to search
memory before choosing a product (low-involvement purchases)
Ads work best through ___ correct answers repetition
an inverted U-shaped curve of advertising exposure effect on attitude. What is an Effect on
attitude toward product? correct answers wear in then eventually wear out based on increasing
number of exposures
Schmidt and Eisend's results suggest that memory for an advertisement, as measured by attitude
or by recall, does what? correct answers increases to a point and then levels off
Repetition will have a bigger impact on attitude if... correct answers exposures are spaced out
repetition will have a bigger impact on recall if... correct answers exposures occur close together
How do Businesses aim at selling more products? correct answers By changing the memory of
consumers:
- Letting them know about the unique features of their product
Explicit memory component of marketing correct answers Making the product more familiar to
the consumer
correct answers
marketers can influence preferences of people even before they are born, based on... correct
answers familiarity
Marketers aim at creating a lifelong preference for their product before... correct answers the
consumer develops a lifelong preference for their competition
by Age 10, how many brands has a child committed to memory? correct answers 400
Preschoolers chose which food tasted better based on what? correct answers if it came in a
package with a licensed character on it
Advertisers expose children to their brands by correct answers developing websites, apps
featuring free games, branded characters
Why do Companies keep logos and fonts the same for decades? correct answers So preference
due to familiarity can be sustained across a lifetime
While children may be able to ____ recall certain advertisements and experiences, the sense of
familiarity that drives preferences is supported by ___ memory correct answers explicitly
implicit
What do implicit memories for a brand lead to? correct answers a sense of familiarity and a
preference for the brand
post-experience advertising can make consumers believe correct answers they had previously
sampled a better-tasting juice by altering their memories for the tasting experience
Advertisers often show images and play music that they hope will evoke... correct answers a
pleasant personal memory in the consumer so the consumer will in turn associate pleasant
feelings with the product
Why may certain types of advertisements may alter how people remember their own past?
correct answers Because autobiographical memories are malleable and activated by some
advertisements
, Braun et al. (2002) tested whether advertisements can cause people to become more certain that
events actually happened to them as children. explain the experiment. correct answers The
advertisement encourages readers to imagine themselves being at Walt Disney World as a young
child.
Participants were asked at week one and week two how confident they were that they had met
and shaken hands with a Disney character
• 90% of participants who saw the Walt Disney World ad showed an increase in confidence for
the target character item from week 1 to week 2, compared to 47% in the control condition
By including in Experiment 2 two types of false information, Braun et al. (2002) tested whether
advertisements could make consumers believe that those false events had actually happened to
them. What were the results? correct answers autobiographical advertising can cause people to
believe they have experienced events that never really occurred
What Two arguments suggest that implicit, not explicit, memory guides many consumer
decisions? correct answers 1. The speed with which consumers make choices
2. The strong correlation between implicit memory and judgments about a product even when
explicit memory does not correlate with these judgements
Shapiro and Krishnan (2001) hypothesized that explicit memory retrieval for ads would be
hindered by both time delay and divided attention and that implicit memory for these ads would
not be as affected by the experimental manipulation. What were their findings? correct answers
found that performance on the explicit memory test was significantly worse following a delay
and when attention was divided
• Performance on the implicit memory test, on the other hand, was not affected by delay or
divided attention
Explicit memory measures are only useful if consumers will engage in... correct answers an
effortful search of their memory for prior information before making a purchasing decision
(high-involvement purchases)
Implicit memory measures are best when consumers are correct answers not likely to search
memory before choosing a product (low-involvement purchases)
Ads work best through ___ correct answers repetition
an inverted U-shaped curve of advertising exposure effect on attitude. What is an Effect on
attitude toward product? correct answers wear in then eventually wear out based on increasing
number of exposures
Schmidt and Eisend's results suggest that memory for an advertisement, as measured by attitude
or by recall, does what? correct answers increases to a point and then levels off
Repetition will have a bigger impact on attitude if... correct answers exposures are spaced out
repetition will have a bigger impact on recall if... correct answers exposures occur close together
